The impression is mislabeled. We all agree that the impression metric can exist without the intended audience actually seeing anything. There are millions of dollars spent on fraud protection, viewability and other tools to make the metric actually mean what the word means.
Even if this digital version of impression is in-view, it doesn't necessarily leave an impression. In an interview setting, the person that stands out is the person who made an impression. It's not just about any of the applicants who showed up in-person. Right? It's about impact.
Impact brings attention metrics into the conversation. Impact is a combination of engagement, interaction, visibility, time spent and the environment of the advertising. These are somewhat calculable with tools like MOAT and others and should be a new standard in digital advertising.
Ask your partners about moving away from the horrifically abused and misused "impression" and toward impact.